Marketing Consulting on Customer Segmentation Kent

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Elements Communications
01959 568150
Wolfelands House
Westerham

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C N Molony
01424 812820
Mallydams
Hastings

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Initial Ideas Advertising
01435 868864
Chapel Farm
Heathfield

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White Room
01892 511867
Alpha House
Tunbridge Wells

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Marketing Etiquette Ltd
01322 660357
48 High Street
Swanley

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Anglo European Marketing (G B) Ltd
01825 733279
Unit 7
Uckfield

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Highwood
01233 628364
Alder Cottage
Ashford

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Sagitta Consultancy Ltd
01303 267647
70 High Street
Hythe

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Veg Uk Ltd
01843 845728
The Street
Birchington

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Ecp Marketing
01227 768684
26 Oaten Hill
Canterbury

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Segmenting Your Customers - Uncovering Hidden Value

Although markets consist of customers with similar needs, customers still differ in many ways, such as the benefits wanted, how price sensitive they are, and the quantity and frequency with which they make purchases.

Therefore segmentation is the process of dividing customers within a market into distinct groups based on these differences.
 
The process works in the following way:

  • Segment your customers into distinct groups based on past actions or preferences

  • Develop a relevant communication strategy with each group

  • Position your various products or services in a way to appeal to each group
  •  
    For example, you may separate people based on average spend, how recently they made a purchase, or how often they make purchases. When segmenting your database remember the following advice:
     
    • Make groups the right size – too large and they won’t be focused enough, too small and it won’t be worth going to the effort to target them.

    • Have enough groups to suit your requirements.

    • Ensure that each group is different and distinct – without this you’ll be unable to develop unique offerings for each group.
     
    If you have a database of members you may want to divide your database into those people who are current members, those who have been members at some point in the past, and those who have some connection but have never become a member.
     
    Having segmented your database you can use the data to develop distinct marketing strategies for each group based around:
     
    • Direct mail
    • Individualised email marketing communications
    • Product development
     
    The aim is to move people down the marketing funnel : prospects to customers, customers to repeat customers, and repeat customers to high-value customers.
     
    For example, you could send a membership offer to people who were members in the past, inviting them back for a special free trial. Always individualise communications, as Marilyn Latham is the Marketing Manager for Lyris Technologies highlights:
     
    "Sending out a single email message to every address in your database whenever you wanted is so 20th Century now!"
    To your most loyal customers you could send out a voucher along with 5 discount vouchers for their friends. This will further strengthen their loyalty and as you know that they’re likely to have a positive opinion of your company they&rs...

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